Fortnum & Mason has celebrated the first anniversary of the re-launch of its online platform. The difference that fortnumandmason.com has made to the business has been significant, the retailer reports. During its first week alone, conversion improved +14% YOY and the average order value increased by 5% YOY. Total sales went up +30% YOY and calls to the customer service centre dropped by 28%.
Outside of this, key results over the past year include:
- Christmas trading: online sales up by 38% on 2014 which included a 26% rise in the sales of Fortnum’s world-famous hampers
- Mobile: 6% of the revenue mix (+50% vs LY) +95% revenue
- Features: personalisation services offer saw a 261% increase YOY, including in Build Your Own Hampers
- User experience: previously 18.8% drop off was seen during navigation of delivery options, since the launch of the new site this has been reduced to 0%
The project was developed in partnership with digital consultancy, Red Badger and has achieved a complete re-platform and design from concept through to delivery, in just eight months and for under £1.3m.
Zia Zareem-Slade, customer experience director at Fortnum & Mason, said: “Fortnum’s is one of the oldest, multichannel retailers in the world; taking orders with the invention of the telephone and launching one of the first eCommerce sites in the UK in 1998. Our current platform reflects Fortnum’s long-standing spirit of innovation, providing exceptional customer experience and clearly delivering against the bottom line.”
Cain Ullah, CEO, Red Badger, said: “For Fortnum & Mason, the real key to growth is exemplary customer experience. Fortnum’s is open and unafraid of criticism, valuing the customers’ voice and involving the customer in every step of developing its online platform. This gave us, at Red Badger, a great deal of insight and freedom in the way we were able to build fortnumandmason.com, implementing features several times a day and collating customer feedback directly to the team. As a result, we have built an online platform that customers love, with innovative features such as “Build Your Own Hamper” further enhancing the brand experience that Fortnum’s customers expect.”